Providing directed content to anonymous customers

ABSTRACT

A method includes electronically identifying a first item that a customer intends to purchase while the customer is shopping and electronically providing content to the customer in response to the identifying to entice the customer to purchase a second, different item.

FIELD OF THE INVENTION

Implementations consistent with the principles of the invention relategenerally to communications networks and, more particularly, to systemsand methods for providing content to customers.

BACKGROUND OF THE INVENTION

Retailers typically invest a large amount of time attempting to developvarious techniques for influencing the purchasing decisions made byretail customers. One such technique involves advertising the items(e.g., goods and/or services) provided by the retailer, using directmailings, newspapers, fliers, magazines, radio, television, and banners,in an attempt to entice customers to buy these items.

While these techniques may entice customers to visit the particularretail establishment to purchase an advertised item, these techniques donot, however, influence a customer's buying decision regarding otheritems provided by the retail establishment while the customer isshopping at the retail establishment.

SUMMARY OF THE INVENTION

In an implementation consistent with the principles of the invention, amethod includes reading, via a device, a tag associated with a firstitem that a customer intends to purchase. The method further includespresenting content to the customer in response to the identifying, wherethe content identifies a second item relating to the first item.

In another implementation consistent with the principles of theinvention, a system includes a first component, a second component, anda third component. The first component is configured to read informationfrom a first tag associated with a first item, and transmit theinformation. The second component is configured to receive thetransmitted information, use the transmitted information to identifycontent for a user, where the content relates to a second item, andtransmit the identified content. The third component is configured toreceive the identified content, and present the identified content tothe user.

In still another implementation consistent with the principles of theinvention, a method includes reading an RFID tag associated with a firstitem that a customer intends to purchase and providing content about asecond item to the customer in response to the reading.

In a further implementation consistent with the principles of theinvention, a method includes electronically identifying a first itemthat a customer intends to purchase while the customer is shopping andelectronically providing content to the customer in response to theidentifying to entice the customer to purchase a second, different item.

BRIEF DESCRIPTION OF THE DRAWINGS

The accompanying drawings, which are incorporated in and constitute apart of this specification, illustrate an embodiment of the inventionand, together with the description, explain the invention. In thedrawings,

FIG. 1 illustrates an exemplary system in which systems and methods,consistent with the principles of the invention, may be implemented;

FIG. 2 illustrates an exemplary configuration of the content server ofFIG. 1 in an implementation consistent with the principles of theinvention;

FIG. 3 illustrates an exemplary configuration of the database of FIG. 1in an implementation consistent with the principles of the invention;

FIG. 4 illustrates an exemplary configuration of a retail location ofFIG. 1 in an implementation consistent with the principles of theinvention;

FIG. 5 illustrates an exemplary configuration of the tag of FIG. 4 in anexemplary implementation consistent with the principles of theinvention;

FIG. 6 illustrates an exemplary configuration of the sensor of FIG. 4 inan exemplary implementation consistent with the principles of theinvention;

FIG. 7 illustrates an exemplary configuration of the retail server ofFIG. 4 in an exemplary implementation consistent with the principles ofthe invention;

FIG. 8 illustrates an exemplary database that may be associated with theretail server of FIG. 4 in an implementation consistent with theprinciples of the invention;

FIG. 9 illustrates an exemplary process for providing content to retaillocations in an implementation consistent with the principles of theinvention;

FIG. 10 illustrates an exemplary process for providing content tocustomers in an implementation consistent with the principles of theinvention;

FIG. 11 illustrates an exemplary shopping scenario consistent with theprinciples of the invention; and

FIG. 12 illustrates an exemplary system consistent with otherimplementations of the invention.

DETAILED DESCRIPTION

The following detailed description of implementations consistent withthe principles of the invention refers to the accompanying drawings. Thesame reference numbers in different drawings may identify the same orsimilar elements. Also, the following detailed description does notlimit the invention. Instead, the scope of the invention is defined bythe appended claims and their equivalents.

Implementations consistent with the principles of the invention providecontent to customers while they are shopping at a store. In oneexemplary implementation, items placed in a customer's shopping cart orshopping basket are detected and content provided to the customer basedon the detected items. For example, if a customer's cart included a boxof cereal, content may be provided to the customer indicating that milkis currently on sale at the store. The content may be visually and/oraudibly provided to the customer. In this way, anonymous customers maybe enticed into buying additional items before the point of sale (i.e.,before reaching the cash register), thereby improving in-store sales.

Exemplary System

FIG. 1 illustrates an exemplary system 100 in which systems and methods,consistent with the principles of the invention, may be implemented. Forexplanatory purposes only, system 100 will be described in relation to agroup of retail locations that sells items, such as a department store,a grocery store, etc. It will be appreciated, however, that thetechniques described herein are equally applicable to other types ofenvironments.

As illustrated, system 100 may include a group of retail locations 140-1through 140-N (referred to collectively as “retail locations 140”) thatconnect to a centralized content server 120 via a network 110.Centralized content server 120 may be associated with a database 130.The number of centralized content servers 120, databases 130, and retaillocations 140 illustrated in FIG. 1 is provided for simplicity. Inpractice, system 100 may include more or fewer centralized contentservers 120, databases 130, and retail locations 140 than illustrated inFIG. 1.

Network 110 may include, for example, the Internet, an intranet, a localarea network (LAN), a metropolitan area network (MAN), a wide areanetwork (WAN), a public switched telephone network (PSTN), and/or someother type of network. In fact, network 110 may include any type ofnetwork or combination of networks that permits routing of informationfrom a particular source to a particular destination.

Centralized content server 120 may include any type of computer-likedevice, such as a personal computer, a mainframe computer, a laptop,etc., threads or processes running on these devices or other types ofdevices, and/or objects executable by these devices. In oneimplementation, server 140 may receive information from retail locations140 and provide content to retail locations 140 via network 110.

Database 130 may store content to be provided to retail locations 140.The content may include, for example, audible or visual content relatingto items provided at retail locations 140. Database 130 may be locatedwithin centralized content server 120 or external to centralized contentserver 120.

Each retail location 140-1 through 140-N may include a retailestablishment (or store), such as a department store, a grocery store, asporting goods store, or any other type of retail establishment. As willbe described in detail below, each retail location 140-1 through 140-Nmay provide content to anonymous customers while the customers are stillshopping at the retail location 140-1 through 140-N. In this way,anonymous customers are enticed to purchase additional items prior toreaching the cash register.

Centralized content server 120, database 130, and retail locations 140may communicate with each other via wired, wireless, and/or opticalconnections. It will be appreciated that while a single centralizedcontent server 120 and database 130 are illustrated in FIG. 1,centralized content server 120 and/or database 130 may be implemented astwo or more possibly distributed devices in other implementationsconsistent with the principles of the invention.

Exemplary Content Server Configuration

FIG. 2 illustrates an exemplary configuration of centralized contentserver 120 in an implementation consistent with the principles of theinvention. As illustrated, server 120 may include a bus 210, processinglogic 220, a memory 230, a read only memory (ROM) 240, a storage device250, an input device 260, an output device 270, and a communicationinterface 280. It will be appreciated that server 120 may include othercomponents (not shown) that aid in receiving, transmitting, and/orprocessing data. Moreover, it will be appreciated that otherconfigurations are possible.

Bus 210 may permit communication among the components of server 120.Processing logic 220 may include any type of processor or microprocessorthat interprets and executes instructions. In other implementations,processing logic 220 may be implemented as or include an applicationspecific integrated circuit (ASIC), field programmable gate array(FPGA), or the like. Memory 230 may include a RAM or another type ofdynamic storage device that stores information and instructions forexecution by processing logic 220. ROM 240 may include a ROM deviceand/or another type of static storage device that stores staticinformation and instructions for processing logic 220. Storage device250 may include a type of magnetic or optical recording medium and itscorresponding drive for storing information and/or instructions.

Input device 260 may include a device that permits an operator to inputinformation to server 120, such as a keyboard, a keypad, a mouse, a pen,a microphone, one or more biometric mechanisms, and the like. Outputdevice 270 may include a device that outputs information to theoperator, such as a display, a printer, a speaker, etc.

Communication interface 280 may include any transceiver-like mechanismthat enables server 120 to communicate with other devices and/orsystems. For example, communication interface 280 may include mechanismsfor receiving information from and transmitting information to retaillocations 140 via a network, such as network 110.

As will be described in detail below, server 120, consistent with theprinciples of the invention, may receive information from retaillocations 140 and provide content to retail locations 140. Server 120may perform these and other services in response to processing logic 220executing software instructions contained in a computer-readable medium,such as memory 230. A computer-readable medium may be defined as one ormore memory devices and/or carrier waves. The software instructions maybe read into memory 230 from another computer-readable medium, such asdata storage device 250, or from another device via communicationinterface 280. The software instructions contained in memory 230 maycause processing logic 220 to perform processes that will be describedlater. Alternatively, hardwired circuitry may be used in place of or incombination with software instructions to implement processes consistentwith the principles of the invention. Thus, systems and methodsconsistent with the principles of the invention are not limited to anyspecific combination of hardware circuitry and software.

Exemplary Database Configuration

FIG. 3 illustrates an exemplary configuration of database 130 in animplementation consistent with the principles of the invention. Whileonly one database is described below, it will be appreciated thatdatabase 130 may consist of multiple databases stored locally at server120, or stored at one or more different and possibly remote locations.

As illustrated, database 130 may include a group of entries in a contentfield 310. Database 130 may contain additional fields (not shown) thataid server 120 in providing content to retail locations 140.

Content field 310 may store or identify content that is to be providedto retail locations 140. The content may relate to items or combinationof items provided at retail locations 140. For example, if retaillocation 140-1 is an electronics store, then content field 310 may storeor identify content relating to electronic items offered by retaillocation 140-1.

The content may include visual and/or audible content. For example, thecontent may include visual content, such as video or text, or audiocontent about the items provided at retail locations 140. The contentmay also indicate the location of an item at the retail location tofacilitate the customer's ability to obtain the item.

In one implementation consistent with the principles of the invention,database 130 may also store information identifying items provided atretail locations 140. For example, database 130 may associate aparticular content in content field 310 with an item (or combination ofitems) provided at one or more of retail locations 140 in a mannersimilar to that described below with respect to FIG. 8. The associationof content to items may be configurable by an administrator and changedas often as is needed. For example, if DVD movies are currently on saleat retail location 140-1, an administrator may change the content infield 310 relating to DVD players and cause this new content to betransmitted to retail location 140-1 so that this sale item is presentedto any customer intending to purchase a DVD player at retail location140-1. When the sale is over, the administrator may, for example, changethe content to identify other items that relate to DVD players (e.g.,cables) that are available for purchase at retail location 140-1.

As will be described in detail below, server 120 may use database 130 toprovide content to retail locations 140. Server 120 may cause thecontent to be provided to retail locations 140 in response to a commandfrom an administrator of server 120, automatically upon new contentbeing provided to database 130, in response to a request from a retaillocation 140-1 through 140-N, or the like.

Exemplary Retail Location Configuration

FIG. 4 illustrates an exemplary configuration of a retail location, suchas retail location 140-1, in an implementation consistent with theprinciples of the invention. As illustrated, retail location 140-1includes a tag 410, sensors 420, output devices 430, and a retail server440. The number of tags 410, sensors 420, output devices 430, and retailservers 440 illustrated in FIG. 4 is provided for simplicity. Inpractice, a typical system could include more or fewer tags 410, sensors420, output devices 430, and retail servers 440 than illustrated in FIG.4.

Tag 410 may include any type of tag that may be associated with an itemat retail location 140-1 and that may store information regarding theitem. In one implementation, tag 410 may include a radio frequencyidentification (RFID) tag. In this implementation, tag 410 may transmitstored information in response to radio frequency waves. In exemplaryimplementations consistent with the principles of the invention, tag 410may be affixed to the item in a well-known manner. For example, tag 410may be embedded in the item, attached to the surface of the item by alabel or adhesive, or otherwise physically associated with the item.

Each sensor 420 may include one or more devices that are capable ofobtaining information from tag 410. In one implementation consistentwith the principles of the invention, each sensor 420 may include one ormore RFID sensors. Each sensor 420 may receive information from any tags410 that are in proximity to sensor 420 and forward the information (orsome portion of the information) to server 440. As illustrated in FIG.4, sensors 420 may, in one implementation consistent with the principlesof the invention, be positioned in locations within retail location140-1. For example, sensors 420 may be located in aisles of retaillocation 140-1.

Each output device 430 may include one or more devices capable ofproviding content to customers of retail location 140-1. For example,each output device 430 may include a display device (e.g., a monitor, atelevision, etc.), an audio device (e.g., a speaker), and/or a printingdevice. In one implementation, each output device 430 may be positionedin close proximity to one or more sensors 420.

Retail server 440 may include any type of computer-like device, such asa personal computer, a mainframe computer, a laptop, etc., threads orprocesses running on these devices or other types of devices, and/orobjects executable by these devices. In one implementation, retailserver 440 may receive information from sensors 420 and provide contentfor customers to output devices 430. Retail server 440 may be locatedwithin retail location 140-1 or external to retail location 140-1.Retail server 440 may obtain content for providing to customers fromdatabase 130 associated with centralized content server 120. In oneimplementation consistent with the principles of the invention,centralized content server 120 and retail server 440 may form part of anEnterprise Content Delivery Network (ECDN). Retail server 440 mayinclude caching software that enables retail server 440 to store contentfrom centralized content server 120. In this way, content may be servedmany times at retail locations 140, but only traverse network 110 once.By storing needed content locally at retail server 440, content may bequickly provided to customers at retail location 140-1.

Sensors 420, output devices 430, and server 440 may communicate witheach other via wired, wireless, and/or optical connections. In somesituations, a sensor 420 may perform a function of an output device 430and/or server 440, an output device 430 may perform a function of asensor 420 and/or server 440, or server 440 may perform a function of asensor 420 and/or output device 430. Moreover, it will be appreciatedthat one or more sensors 420, output devices 430, and servers 440 may beincluded within a single device (e.g., a single hand-held device).

Exemplary Tag Configuration

FIG. 5 illustrates an exemplary configuration of a tag, such as tag 410,in an exemplary implementation consistent with the principles of theinvention. As illustrated, tag 410 may include a bus 510, processinglogic 520, a memory 530, and an antenna 540. It will be appreciated thattag 410 may include other components (not shown) that aid in receiving,transmitting, and/or processing data. Moreover, it will be appreciatedthat other configurations are possible. For example, tag 410 may notinclude processing logic 520 and/or memory 530 in other implementationsconsistent with the principles of the invention.

Bus 510 may permit communication among the components of tag 410.Processing logic 520 may include any type of processor or microprocessorthat interprets and executes instructions. In other implementations,processing logic 520 may be implemented as or include an ASIC, FPGA, orthe like. Memory 530 may include a RAM or another type of dynamicstorage device that stores information and instructions for execution byprocessing logic 520 and/or a ROM or another type of static storagedevice that stores static information and instructions for processinglogic 520. Antenna 540 may include any type of antenna capable ofreceiving and/or transmitting data. In one implementation, antenna 540may include any type of antenna commonly used in RFID tags, such as, forexample, an inductive antenna, a capacitive antenna, a printed dipoleantenna, a coil antenna, etc.

As will be described in detail below, tag 410, consistent with theprinciples of the invention, may perform functions in response toprocessing logic 520 executing software instructions contained in acomputer-readable medium, such as memory 530. The software instructionsmay be read into memory 530 from another computer-readable medium orfrom another device via antenna 540. The software instructions containedin memory 530 may cause processing logic 520 to perform processes thatwill be described later. Alternatively, hardwired circuitry may be usedin place of or in combination with software instructions to implementprocesses consistent with the principles of the invention. Thus, systemsand methods consistent with the principles of the invention are notlimited to any specific combination of hardware circuitry and software.

Exemplary Sensor Configuration

FIG. 6 illustrates an exemplary configuration of a sensor, such assensor 420, in an exemplary implementation consistent with theprinciples of the invention. As illustrated, sensor 420 may include abus 610, processing logic 620, a memory 630, and a communicationsinterface 640. It will be appreciated that sensor 420 may include othercomponents (not shown) that aid in receiving, transmitting, and/orprocessing data. Moreover, it will be appreciated that otherconfigurations are possible.

Bus 610 may permit communication among the components of sensor 420.Processing logic 620 may include any type of processor or microprocessorthat interprets and executes instructions. In other implementations,processing logic 620 may be implemented as or include an ASIC, FPGA, orthe like. Memory 630 may include a RAM or another type of dynamicstorage device that stores information and instructions for execution byprocessing logic 620 and/or a ROM or another type of static storagedevice that stores static information and instructions for processinglogic 620. Communication interface 640 may include any transceiver-likemechanism that enables sensor 420 to communicate with other devicesand/or systems. For example, communication interface 640 may includemechanisms for reading information from tags 410 and mechanisms forcommunicating with, for example, retail server 440.

As will be described in detail below, sensor 420 may perform functionsin response to processing logic 620 executing software instructionscontained in a computer-readable medium, such as memory 630. Thesoftware instructions may be read into memory 630 from anothercomputer-readable medium or from another device via communicationinterface 640. The software instructions contained in memory 630 maycause processing logic 620 to perform processes that will be describedlater. Alternatively, hardwired circuitry may be used in place of or incombination with software instructions to implement processes consistentwith the principles of the invention. Thus, systems and methodsconsistent with the principles of the invention are not limited to anyspecific combination of hardware circuitry and software.

Exemplary Server Configuration

FIG. 7 illustrates an exemplary configuration of retail server 440 in animplementation consistent with the principles of the invention. Asillustrated, retail server 440 may include a bus 710, processing logic720, a memory 730, an input device 740, an output device 750, and acommunication interface 760. It will be appreciated that retail server440 may include other components (not shown) that aid in receiving,transmitting, and/or processing data. Moreover, it will be appreciatedthat other configurations are possible.

Bus 710 may permit communication among the components of retail server440. Processing logic 720 may include any type of processor ormicroprocessor that interprets and executes instructions. In otherimplementations, processing logic 720 may be implemented as or includean ASIC, FPGA, or the like. Memory 730 may include a RAM or another typeof dynamic storage device that stores information and instructions forexecution by processing logic 720, a ROM or another type of staticstorage device that stores static information and instructions for theprocessing logic 720, and/or some other type of magnetic or opticalrecording medium and its corresponding drive for storing informationand/or instructions.

Input device 740 may include a device that permits an operator to inputinformation to server 440, such as a keyboard, a keypad, a mouse, a pen,a microphone, one or more biometric mechanisms, and the like. Outputdevice 750 may include a device that outputs information to theoperator, such as a display, a printer, a speaker, etc.

Communication interface 760 may include any transceiver-like mechanismthat enables retail server 440 to communicate with other devices and/orsystems. For example, communication interface 760 may include mechanismsfor receiving information from and possibly transmitting information tosensors 420 and output devices 430. Moreover, retail server 440 mayinclude mechanisms for communicating with centralized content server 120via a network, such as network 110.

As will be described in detail below, retail server 440, consistent withthe principles of the invention, may receive information from sensors420 and provide content to customers via, for example, output devices430, that relates to the information received from sensors 420. Retailserver 440 may perform these and other services in response toprocessing logic 720 executing software instructions contained in acomputer-readable medium, such as memory 730. The software instructionsmay be read into memory 730 from another computer-readable medium orfrom another device via communication interface 760. The softwareinstructions contained in memory 730 may cause processing logic 720 toperform processes that will be described later. Alternatively, hardwiredcircuitry may be used in place of or in combination with softwareinstructions to implement processes consistent with the principles ofthe invention. Thus, systems and methods consistent with the principlesof the invention are not limited to any specific combination of hardwarecircuitry and software.

FIG. 8 illustrates an exemplary diagram of a database 800 that may beassociated with retail server 440 in an implementation consistent withthe principles of the invention. While only one database is describedbelow, it will be appreciated that database 800 may consist of multipledatabases stored locally at retail server 440, or stored at one or moredifferent and possibly remote locations.

As illustrated, database 800 may include a group of entries in thefollowing exemplary fields: item field 810 and content field 820.Database 800 may contain additional fields (not shown) that aid retailserver 440 in providing content to customers that relates to items withwhich the customers are associated (e.g., items that the customersintend to purchase).

Item field 810 may store information identifying one or more items thatare available for purchase at retail location 140-1. For example, theitem may include clothes, electronic devices, mechanical devices,grocery items, or any other type of item that may be purchased at retaillocation 140-1 with which database 800 is associated. The item may, forexample, be identified in field 810 by name (e.g., television, runningshoe, etc.) or as a product code (or some other unique identificationcode).

Content field 820 may identify the content that is to be provided to acustomer when the item in item field 810 is detected by a sensor 420.The content may relate to the item or combination of items identified infield 810. For example, if the item identified in field 810 is a digitalvideo disc (DVD) player, content field 820 may, for example, identifycontent relating to cables for connecting the DVD player to a televisionand/or DVD movies. As another example, if the item is a blue dress, thecontent may identify a particular pair of shoes that the retail locationcarries that perfectly matches the dress. As yet a further example, ifthe item is a computer, the content may identify one or more accessoriesfor the computer, such as software, wireless keyboard and mouse, or thelike.

In one implementation, the content may be based on other customers' pastbuying trends. For example, if customers who typically buy DVD playersalso buy surround sound systems, field 820 may store informationidentifying surround sound systems offered by the retail location. Thistype of buying trend may be determined or predicted, for example, bymonitoring items that customers purchased together.

The content may include visual and/or audible content. For example, thecontent may include visual content, such as video or text, or audiocontent about an item. The content may also indicate the location of theitem in the retail location to facilitate the customer's ability toobtain the item.

The content stored in content field 820 for each item (or combination ofitems) in field 810 may be configurable by an administrator and changedas often as is needed. For example, if DVD movies are currently on saleat the retail location with which database 800 is associated, anadministrator may change the content in field 820 relating to DVDplayers in field 810 so that this sale item is presented to any customerintending to purchase a DVD player. Alternatively, as described above,this change in content may be provided to database 800 by centralizedcontent server 120. When the sale is over, the administrator may, forexample, change the content to identify other items that relate to DVDplayers (e.g., cables) that are available for purchase at the retaillocation.

As will be described in detail below, retail server 440 may use database800 to provide relevant content to customers while they are stillshopping at retail location 140-1. Retail server 440 may cause thecontent to be provided to the customer via an output device, such asdevice 430.

Exemplary Processing

FIG. 9 illustrates an exemplary process for providing content to retaillocations in an implementation consistent with the principles of theinvention. Processing may begin with centralized content server 120optionally receiving sensor information from one or more retail servers440 (act 905). Retail servers 440 may receive sensor information fromsensors 420 and forward that information to centralized content server120. The sensor information may provide an indication of items ofinterest to customers.

Centralized content server 120 may determine content to provide to oneor more retail servers 440 at retail locations 140 (act 910). In oneimplementation consistent with the principles of the invention, theparticular content to provide to a retail server 440 may be based onsensor information received from the retail server or another retailserver. For example, if the sensor information from a particular retaillocation 140-1 through 140-N indicates that a particular video gameconsole is very popular, then content may be identified relating tovideo games for that video game console.

Once content has been determined, centralized content server 120 mayprovide the content to retail server(s) 440. The content may be providedautomatically, for example, in response to some event, such as newcontent being identified for a particular retail server 440, ormanually, for example, in response to an administrator causingcentralized content server 120 to transmit the content to one or moreretail servers 440.

FIG. 10 illustrates an exemplary process for providing content tocustomers in an implementation consistent with the principles of theinvention. Processing may begin with a sensor, such as a sensor 420,identifying an item (or combination of items) that is associated with acustomer (act 1005). In one implementation, sensor 420 may identify thata customer has placed the item (or combination of items) in a shoppingcart, a shopping basket, or is carrying the item when the customerbrings the item within range of sensor 420. In each of these cases, itis assumed that the customer intends to purchase the item or is at leastthinking about purchasing the item. For explanatory purposes, it isassumed hereafter that the customer has placed a DVD player into his/hershopping cart. When the DVD player comes in range of a sensor 420,sensor 420 may, for example, identify the DVD player by transmitting asignal to a tag 410 associated with the DVD player, which causes tag 410to transmit back information to sensor 420. The information may include,for example, a product code number or other information that uniquelyidentifies the DVD player.

Sensor 420 may provide information to retail server 440 regarding theidentified item. For example, sensor 420 may provide a product codenumber (or other unique identification code) associated with the item toretail server 440.

In some situations, sensor 420 may identify multiple items substantiallysimultaneously (e.g., when a customer has several items in theirshopping cart or several customers carrying one or items comes inproximity to sensor 420 substantially simultaneously). In thesesituations, sensor 420 may provide information relating to all or someportion of the identified items to retail server 440.

Retail server 440 may identify content to provide to the customer basedon the information from sensor 420 (act 1010). In one implementation,retail server 440 may identify the content using a database, such asdatabase 800. For example, retail server 440 may lookup the content fromdatabase 800 that should be provided based on the information fromsensor 420.

In those situations where sensor 420 provides information regardingmultiple items to retail server 440, retail server 440 may, in oneimplementation consistent with the principles of the invention, useinformation relating to one of the items for identifying the appropriatecontent to provide to a customer. Retail server 440 may use one or morecriteria for selecting the item in a group of items to use foridentifying content. For example, the decision as to which item in agroup of items should be selected for identifying content to provide toa customer may be based on the margin of the items (e.g., the item thatprovides the greatest margin may be selected), price of the items (e.g.,the item that costs the most may be selected), the amount of promotionfor the items (e.g., the item that is most heavily promoted may beselected), or a combination of these criteria (e.g., where some of thecriterion may be weighted more heavily than other criterion) or othercriteria. It will be appreciated that the selection criteria may beconfigurable and updated or changed at any time.

Retail server 440 may provide the appropriate content to the customer(act 1015). Retail server 440 may provide the content to the customervia any conventional technique. In one implementation, retail server 440may provide the content to a device, such as output device 430, whichcan visually or audibly present the content to the customer. Forexample, output device 430 may audibly and/or visually provide anadvertisement for an item at the retail location to the customer. Outputdevice 430 may also or alternatively provide a printed coupon to thecustomer for one or more items at the retail location. The coupon may befor the detected item or another item at the retail location. In thisway, anonymous customers may be enticed into buying additional itemsbefore the point of sale, thereby improving in-store sales.

The following example illustrates the above processing. Assume for thisexample that a customer picks up a pair of running shoes 1110 topurchase, as illustrated in FIG. 11. Running shoes 1110 include a tag410. Assume that the customer comes within range of a sensor 420,causing sensor 420 to detect the pair of running shoes 1110. Uponreading tag 410, sensor 420 may send information regarding running shoes1110 to retail server 440. In one implementation, sensor 420 may simplyforward information received from tag 410 to retail server 440. Retailserver 440 may then identify content to provide to the customer. In theexample illustrated in FIG. 11, the content may include informationregarding a sale on running attire. Retail server 440 may then causethis content to be presented to the customer. For example, retail server440 may send the content to an output device 430 that either visually oraudibly presents the content to the customer. The content may entice theanonymous customer to purchase additional items from the retail locationwhile the customer is shopping at the retail location (e.g., before thepoint of sale).

Although the above implementations described sensors 420 and outputdevices 430 being located at certain locations throughout a retaillocation 140-1 through 140-N, it will be appreciated that otherconfigurations are possible. For example, FIG. 12 illustrates anexemplary system 1200 consistent with other implementations of theinvention. As illustrated, one or more sensors 420 and/or output devices430 may be attached to a shopping cart (or shopping basket) via anywell-known technique. In this way, sensor 420 may identify an itemplaced into the shopping cart by, for example, reading tag 410associated with the item. Sensor 420 may forward information identifyingthe item to retail server 440. Retail server 440 may identify content toprovide to the customer based on the information from sensor 420. Retailserver 440 may provide the identified content to the customer via outputdevice 430 to thereby entice the customer to purchase additional itemsprior to the customer reaching the cash register.

CONCLUSION

Implementations consistent with the principles of the invention providecontent to anonymous customers while shopping at a store. The contentmay relate to an item that the customer intends to purchase. The contentis provided in order to entice the customer to buy additional items fromthe store.

The foregoing description of exemplary implementations of the inventionprovides illustration and description, but is not intended to beexhaustive or to limit the invention to the precise form disclosed.Modifications and variations are possible in light of the aboveteachings or may be acquired from practice of the invention. Forexample, while the above description focused on providing content tocustomers shopping at a store, implementations consistent with theinvention are not so limited. For example, implementations consistentwith the principles of the invention may use the above techniques todirect other types of useful content to users, such as map information,status items, warnings, etc. As one example, a person entering anational park may be given a tag, such as tag 410. The national park mayinclude sensors, such as sensors 420, and output devices, such as outputdevices 430, to provide the person with information as to their locationwithin the park, the location of emergency personnel and/or wild life(e.g., the emergency personnel and/or wild life may be associated withtags that enable their locations to be identified), restrooms, etc. Asanother example, an amusement park, a shopping mall, or other similarestablishments may provide tags 410 to customers. A parent may attachone of the tags to a child (e.g., as a wristband) to be able to trackthe location of the child within the amusement park, shopping mall, etc.

Moreover, while the above description focused on detecting items usingradio frequency technology, implementations consistent with theinvention are not so limited. The techniques described herein areequally applicable to other technologies, such as infrared technology.

While series of acts have been described with respect to FIGS. 9 and 10,the order of the acts may be varied in other implementations consistentwith the invention. Moreover, non-dependent acts may be implemented inparallel.

It will be apparent to one of ordinary skill in the art that aspects ofthe invention, as described above, may be implemented in many differentforms of software, firmware, and hardware in the implementationsillustrated in the figures. The actual software code or specializedcontrol hardware used to implement aspects consistent with theprinciples of the invention is not limiting of the invention. Thus, theoperation and behavior of the aspects of the invention were describedwithout reference to the specific software code—it being understood thatone of ordinary skill in the art would be able to design software andcontrol hardware to implement the aspects based on the descriptionherein.

Further, certain portions of the invention may be implemented as “logic”that performs one or more functions. This logic may include hardware,such as an application specific integrated circuit or a fieldprogrammable gate array, software, or a combination of hardware andsoftware.

No element, act, or instruction used in the description of the presentapplication should be construed as critical or essential to theinvention unless explicitly described as such. Also, as used herein, thearticle “a” is intended to include one or more items. Where only oneitem is intended, the term “one” or similar language is used. Further,the phrase “based on” is intended to mean “based, at least in part, on”unless explicitly stated otherwise.

1. A method comprising: reading, via a device, a tag associated with afirst item that a customer intends to purchase; and presenting contentto the customer in response to the reading, the content identifying asecond item relating to the first item. 2-30. (canceled)